Travel in the age of scrolling: TUI Musement research reveals 4 in 10 travellers visit tourist sites to capture social media content

The study explores how social media influences travel inspiration, activity bookings and the way people experience and share their holidays 43% have booked a trip or activity after seeing a viral post 37% feel pressure to make their holidays look exciting on social media TikTok is the leading source of travel inspiration for Gen Z Social media is now part of every stage of the travel journey. Viral TikTok videos, Instagram recommendations and other online content are playing an increasingly